Case Study
Building awareness for an invisible threat.
Leading an integrated three sixty degree campaign for Seqrite DRPS.
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Leadership Snapshot
Led creative strategy and end-to-end execution of an integrated awareness campaign, translating a complex cyber security offering into a simple, memorable idea across channels.
Project at a Glance
Role: Creative Lead, Design Manager
Objective: Awareness, with lead generation as a secondary objective
Scope: Creative strategy, conceptual development, art direction, design, stakeholder management
Channels: OOH, newspaper, website, email, WhatsApp, social media
Current measurable outcome: 71 MQLs
01 — Overview
Digital Risk Protection Services (DRPS) helps organisations identify and respond to digital impersonation and brand abuse — from fake profiles and websites to unauthorised use of logos, names and brand assets.
The challenge was to make an inherently technical cybersecurity problem immediately understandable to a broader business audience.
The campaign was primarily designed to build awareness in Pune, with lead generation integrated through email and WhatsApp campaigns.
02 — Challenge
Digital impersonation is an invisible threat. Unlike a conventional security breach, there may be no obvious attack taking place in front of the customer.
We needed to communicate a complex proposition in a way that was:
Instantly understandable
Relevant to business leaders
Memorable enough to work in high-speed OOH environments
Adaptable across very different media
Consistent across the entire campaign
The challenge was to find one simple creative idea that could make the business impact of digital impersonation immediately tangible.
03 — Role
I led the campaign from concept to execution, owning:
Creative strategy and conceptual brainstorming
Campaign messaging and content direction
Art direction and visual development
Development and evaluation of multiple creative routes
Direction of the design team
Internal testing of the communication for clarity
Stakeholder management and founder approvals
Adaptation of the campaign across multiple channels
I developed several creative routes myself while directing the team through additional explorations before we converged on the final idea.
04 — Concept Evolution
The journey is as important as the destination.
Alternative creative directions explored during development. Let’s understand the creative decision-making behind the final campaign.
05 — Creative Strategy
Business Aapka. Fayda Unka.
Your business. Their profit.
The final idea distilled the DRPS proposition into a simple business truth: someone else can exploit your brand while making money from your identity.
Because the campaign was primarily targeted at the Pune market, we deliberately used a Hindi headline to make the communication more immediate and locally relevant.
The Pied Piper
The visual metaphor was the Pied Piper — reimagined as a cybercriminal.
Instead of leading people away, the character is shown using his pipe to draw money away from the business.
The metaphor gave us a simple visual explanation of the problem:
Your brand is yours. Your business is yours. But someone else is benefiting from it.
This allowed an abstract cybersecurity service to become a tangible, instantly recognisable story.
06 — From One Idea to a 360° Campaign
The Pied Piper creative became the campaign's central visual system.
Rather than simply resizing one artwork, we adapted the core idea for the context and requirements of each channel:
OOH
Static and animated hoardings across more than half a dozen locations in and around Pune, using multiple formats.
Print
Newspaper advertising adapted from the core campaign idea.
Digital
Website banner and digital touchpoints.
Direct Marketing
Email and WhatsApp campaigns supporting lead generation.
Social Media
Multiple creative variations developed for an ongoing social campaign.
The result was a consistent campaign language that could flex across physical, digital and social environments without losing the central idea.
07 — Impact
The campaign delivered measurable commercial outcomes while building visibility for DRPS across multiple touchpoints.
51 MQLs
Generated 51 Marketing Qualified Leads through the campaign.
₹1M Pipeline Influenced
The campaign contributed to 2 opportunities, representing approximately ₹1 million in influenced pipeline.
3,418 Website Visits
The campaign drove 3,418 sessions/visits to the website or campaign landing experience.
~230K Lakh Email Reach
The email campaign reached 229,332 recipients, achieving a 14% open rate and 6% click-through rate.
8 OOH Placements
The campaign was activated across 8 OOH placements — 2 static and 6 digital hoardings — extending the campaign into high-visibility physical environments.
Integrated Campaign
The campaign extended across OOH, newspaper, website, email, WhatsApp and social media, creating a consistent narrative across offline and digital touchpoints.
Business outcome:
The campaign moved beyond awareness to generate 51 MQLs and ₹10 lakh of influenced pipeline, demonstrating that a simple creative proposition could translate a complex cybersecurity offering into a commercially meaningful campaign.